Ruffed Grouse Society

In 2016, Northwoods Collective was engaged by the Ruffed Grouse Society to grow their membership and brand awareness. The #HealthyForests campaign was designed to not only recruit new members but to humanize the organization through personals stories and regional issues related to forestry management.

This hugely successful campaign was supported by the metric-delivering capabilities of the Project Upland platform, which drove significant traffic to the organization, as well as created a lifestyle association with an organization that had previously struggled with an “elitist” image. It was a delicate balance of creating new interest without alienating a base following. Our contract was renewed for a second year in 2017.

1. STATS

The #HealthyForestsCampaigng delivered a historic 17% growth in membership base to RGS. The viral series has over a half million video views in under one year and has shown huge promise to a younger demographic for the organization.

2. REBRANDING

Breaking a brand stigma is no small task. However, Northwoods Collective was able to deliver – for the first-time in Ruffed Grouse Society history – a younger and more engaged demographic. This was a large first step toward solving the organization’s biggest future hurtles.

3. INTERGRATION

All of this was made possible through utilizing our lifestyle brand, Project Upland. The ability to tap into high quality metrics without “building” a new following makes it a realistic and affordable solution to marketing strategy.

Related

[vimeo 214562426]

Project Details

Established in 1961, the Ruffed Grouse Society is North America's foremost conservation organization dedicated to preserving our sporting traditions by creating healthy forest habitat for ruffed grouse, American woodcock and other wildlife. RGS works with landowners and government agencies to develop critical habitat utilizing scientific management practices.

"The purpose of the Grouse Camp Tour is to celebrate grouse and woodcock hunting and the creation of young forest habitat by visiting local chapter grouse camps within the region to thank them for their hard work and dedication to the mission of RGS/AWS."